The result is a bizarre "spot the difference" which makes the iPhone 7 look like the twin of the older model.

What this says, which the Tame Apple Press doesn't, is that if you have an iPhone 6S it is probably not worth upgrading to the iPhone 7. Sure it might have a slightly better chip, but most punters are will not spot the difference.

What is really weird about this is that Apple is in trouble. It needs good sales of the iPhone 7 to bring back its street cred. Instead it is pinning its hopes on a device which is basically the old one. Let’s not forget the iPhone 6S was not Apple’s greatest moment, being the model which showed the brand to be floundering.